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Understanding the Target Audience

The Challenge

Illuminating the attitudes and lifestyles of fitness consumers to enable a sports drink to connect on a deeper human level.

A leading sports drink brand was craving knowledge of its consumers to build empathy and brand loyalty. It wanted to learn how to succinctly articulate the differences between its target segments, debunk any myths or stereotypes associated with them, and then teach its team how to quickly and efficiently get into their different mindsets.

 

The Approach

The Sound led two half-day immersions with the three core segments to get under the skin of each audience and understand how sports nutrition played out in their lives. The first immersion focused on a group ‘show and tell’ dynamic, whilst the second deep-dived into individuals from each segment.

The Sound then produced sizzle films for each segment, as well as an overarching takeaway video which weaved together footage from the immersions and consumer home-video diaries, to breathe life into the segments and make them tangible to the team.

The Impact

We learned that the segments weren’t static, but that lifestyle changes and new realizations were causing people to move between them at different points in their life. In order to build empathy and loyalty, the brand, therefore, needed to play the long game and invest in relationships with its audience not once, but over a lifetime as people aged and their attitudes and behaviors evolved.

Gatorade: Connecting Brand and Consumer

One of the best ways to practice empathy is to actually experience it with your target. Gatorade signed up to do just that. They wanted to get out of the office and into their consumer segments’ everyday lives... and to really take a walk “in their shoes.”

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Refreshing a Leading Drinks Brand

Once upon a time, a leading Mexican drink brand was the ‘main character’ on the shelves of Mexican homes and bars, but lately, it had lost its way and become a ‘side show’ to Tequila and Mezcal.

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Lead Positioning Development For a Food Delivery App

A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

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Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

Subscribe
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